| Armstrong Commercial Flooring: Continuum
2010 REBRAND 100 Winners > notable
Industry: Architecture/Interior Design, Construction, Furniture and Finishes
Component Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Armstrong Commercial Flooring designs and manufactures hard-surface
flooring most often specified by interior designers and architects, although
contractors, property managers, and owners are secondary audiences.
Armstrong is the leader in most industry measures of hard-surface flooring
products but consistently falls down the list when evaluated on design.
Challenge - Armstrong’s challenge has typically been one of proving its commitment
to helping designers and architects have a breadth and depth of products
that are design-minded in the way in which they address color, texture and
design. 2009 marked the launch of Continuum™, a tonal step color system
across many of Armstrong’s commercial flooring products. We felt we
needed to visually address the tonal step system - light, medium, dark - as
a first priority.
Strategy - First priority was to clean up the clutter of imagery from the previous
years’ catalog cover. While extensive, the Continuum system of color is
fairly straightforward in its concept. We needed interior designers and
architects to sense Armstrong Commercial Flooring’s change of direction
and commitment to color. A focus group session was held in the early
stages and it became clear that a simplified visual statement on the cover
was preferred by the audience. We felt that the series of colored, tonal
step blocks and imagery on this years’ cover would stay within the existing
corporate brand standards while also implicitly communicating a shift
in Armstrong’s priorities as related to color. We also pushed for spreads
rather than single pages as lead-ins to product categories in the catalog to
help provide a more evident visual.
Result - The reaction from audience members has been extremely positive. As
a first step in helping to reposition Armstrong’s views on color and its
integration within commercial flooring products, the catalog has helped
to spur increased interest in the company’s products. There has been an
overall increase in requests for company literature and a substantial rise in
user traffic to the commercial flooring web site.
Credits:
Client: Armstrong Commercial Flooring - www.armstrong.com
Commercial Channel Marketing Manager: Dawn Chittick
Senior Marketing Manager: Shannon Weir
Project Specialist: Chris Mack
Producer: Mark Montgomery
Brand Strategists/Designers: Go Welsh - www.gowelsh.com
Creative Director: Craig Welsh
Art Director: Scott Marz
Account Executive: Corie Deshong
| |
